Rice krispies treats — “writeable wrappers”

With health-conscious snacking on the rise, how did we get parents to consider Rice Krispies Treats during their back-to-school shopping? Using Google Correlate, we identified a strong connection between school snacks and the lunch box notes parents leave for kids. From there it was obvious — it was time to reinvent the wrapper.

By creating customizable packaging, we gave parents a chance to show emotional support at school, and gave Rice Krispies Treats an entirely new media strategy.

For back-to-school season, we created a series of films that showed there’s no greater school supply than a parent's love and support. Particularly when it's wrapped around a school-safe sugar bomb.

We were also the first to utilize YouTube’s Director Mix, a video builder that allowed us to dynamically customize our packaging on YouTube, creating over 100 custom six-second ads — each in response to videos we knew parents were watching.

YouTube ended up turning our campaign into a case study, calling it best-in-class for brand lift and sales lift (despite having fewer retail displays). Which, you know, was nice.